MKTG1501 Assignment Brief Environmental Scanning Report PDF

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MKTG1501 Assignment Brief

2-2020 Environmental Scanning Report

The Benefits of this Assignment to You: This assignment allows you to showcase your understanding of the planning process of any marketing strategy. Marketing is a science and decisions are made on sound knowledge of the market and not on the marketer's intuition or gut feelings. This assignment will give you the opportunity to develop your research and analytic skills that will be so crucial in your future careers. This project has several objectives: 1) to provide students with an opportunity to apply the knowledge acquired in the course, 2) to develop the students’ research, analytical and report writing skills, 3) to encourage students’ creative skills. Learning Objectives Assessed: 1, 2, and 3. Please see section 2.2 of this ECP for details of the learning objectives. Due Date: Your assignment should be uploaded into turn-it-in (via the submission link on the Assessment page of Blackboard) by 2pm on 16 September 2020. Marking weight: Total 35% of your final grade. Individual Assessment: While we encourage you to work with your colleagues to develop and discuss ideas for this assignment, the final write-up should be your own work. Note: Turn-it-in contains software that checks for similarities between students' work and plagiarism from all other sources so please be careful. See the library resources on this https://web.library.uq.edu.au/node/4221/1 for more details. Which Part of the Course? This assignment should draw on material discussed in weeks 4, 5 and 6. Word length: 3000 words +/- 10% Marking Criteria: We have provided the same rubric (marking templates) on Blackboard (under the “Assessment” tab) that we will be marking your assignments against. Please read these as they will show the minimum criteria you must reach for each grade level in your assessment. Take special note of the weightings given to the more important sections – these will have a significant effect on your marks. Feel free to discuss these requirements with your tutor to make sure you are on the right track. Your tutors are able to spend time with you during their consultation (see the "Course Staff" page on Blackboard for times) to help you achieve the best you can. We have also set up a discussion board on Blackboard for those who are unable to make it onto campus but would like to discuss the assignment (or anything else related to this course) with one of our excellent tutors. Task Description: A marketing plan is a document that summarises what the marketer has learned about the marketplace and, based on this knowledge, proposes marketing strategies and tactics that will achieve the company's marketing objectives. For example: given what we know of the market, our customers and competitors, the marketing plan will explain how to bring a new product to market, who to sell it to, what to sell it for, where to sell it and how to promote it. This project just focuses on the first and arguably the most important part of the marketing plan. We want you to complete an environmental analysis (also called a situation analysis) and bring together the data you find into a SWOT analysis that can then be used by the marketing department to develop the firms marketing strategies. Note: you are not expected to provide any marketing strategies - just do the analysis. 1

The Company: The choice of company to undertake this environmental scanning report is yours. Our only stipulation is that it is involved in the tourism industry in Queensland. COVID19 has had a devastating effect on the tourism industry in Queensland over the last 6 months and as such many of the assumptions that companies worked on before the pandemic are now irrelevant or simply incorrect. This means that these companies are now scrambling to make sense of the market environment, how customers’ behaviour have changed and how to plan for the future. The report you are preparing should explain: 1. 2. 3. 4.

What factors facing your company? What are the factors facing the industry? How these factors can be organised into a SWOT analysis? What are the priorities to be addressed by your marketing team that result from your analyses?

With the current COVID19 crisis there has been a lot information, articles and commentary written about its effects on industry. So there is a lot of data available if you search for it - your job will be to analyse and filter this data and write it up in a clear concise manner. You should consider data from before COVID19 and what has happened since and what the experts are predicting for the future. This report is your opportunity to showcase your knowledge of marketing to the senior management team of your firm. Company Suggestions: Here are some suggestions of companies you may want to do your assignment on. Note: you are not restricted to these - the only criterion is that the company for your report operates within the Queensland tourism market. Dream World (https://www.ardentleisure.com Flight Centre (https://www.fctgl.com/) Virgin Australia (https://www.virginaustralia.com/au/en/about-us/company-overview/investorinformation/) Treasury Casino (https://www.starentertainmentgroup.com.au) Wotif.com (https://www.wotif.com/lp/aboutus) These are all public companies so you should find more information about them through their annual reports and announcements to the ASX. Industry Links: Here are some helpful links to get you started - this is only the tip of the iceberg so we want to see you doing some more research on you how the current environment is affecting the company you are doing the report on. Queensland Government - Tourism data and statistics (https://www.business.qld.gov.au/industries/hospitality-tourism-sport/tourism/qld/data/economy) Tourism & Events Queensland - Research and insights (https://teq.queensland.com/research-andinsights) IBIS World - company and industry data through the library databases (https://search.library.uq.edu.au/primo-explore/dbsearch?query=any,contains,ibis %20world&tab=jsearch_slot&vid=61UQ&offset=0&databases=any,ibis%20world ) Factiva - Global news and business information through the library databases - covers all news paper articles on companies (https://search.library.uq.edu.au/primo-explore/dbsearch? query=any,contains,factiva&tab=jsearch_slot&vid=61UQ&offset=0&databases=any,factiva) 2

Australian Financial Review ( www.afr.com ) - also available through the Library's Factiva database Australian Hotels Association (www.aha.org.au ) Tourism Australia (https://www.tourism.australia.com/en) More details about this assignment will available on Blackboard and will be discussed by your tutors in workshops. You will also be given time in the workshops to work on this project with your fellow students and under the guidance of your tutor.

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